Helen Long'a Tongu

Helen demonstrates how inclusive, purpose-led marketing drives standout commercial performance. As Senior Campaign Manager at The Open University (OU), she has led a strategic step-change in how the institution engages underrepresented audiences, accelerating progress towards its mission to be ‘open to all’. Recognising that representation gaps persisted, Helen challenged legacy perceptions that some communities are ‘hard-to-reach’ and unpacked monolithic labels such as ‘Black’ and ‘Asian’, addressing the diverse and nuanced motivations within these communities. 

By pivoting the OU towards an audience-first strategy, she’s shifted perceptions and dismantled legacy thinking. This approach delivered the largest ever year-on-year increase in registrations among underrepresented ethnic minority groups, with brand tracking consistently showing sentiment among Black potential students at parity with, or exceeding, that of their White counterparts. Her execution has earned five industry awards in three years, proving that authentic, inclusive-led marketing drives growth. 

Helen is determined to build diverse and inclusive marketing beyond her specific role and the higher education sector. Beyond her day-to-day, she drives systemic change through the ISBA Advisory Council and the Athena SWAN gender equality charter. Currently studying an MBA, Helen combines academic rigour with inclusive leadership to ensure diverse voices always have a seat at the table.